Passage 1
The more likable a television commercial is, the more persuasive it will be with consumers. Just makes sense, doesn' t it? Well in fact, that point has been hotly debated on Madison Avenue for years.
Evidence so far has been sketchy, but a recent stwdy by the Ogilvy Center for Research Development may show a direct link between likability and persuasiveness In the study, which included 73 prime-time commercials for products ranging from coffee to gasoline Ogilvy interviewed 895 consumers before and after they had watched certain television shows and advertisements in their homes. The conclusion: People who enjoy a commercial are twice as likely to be convinced that the advertised brand is the best. About 16 percent of those who liked an advertisement "a lot increased their preference for the brand, while only about 8 percent who were neutral about the advertisement viewed the product more favorably:
“People have complained that the popular commercials win prizes but don't have an awful lot to do with sales, "says the executive director of the Opilvy Group, an advertising company. “Now we can say likeability enhances persuasion and that, at the very least, you don't pay any penalty if people enjoy your ad. ”
Nevertheless, charming commercials are by no means necessary to sell products. It's possible that products for which image is important such as perfumes and soft drinks, will profit more from pleasing ads than will products such as pain relievers.
Ogilvy Group is an advertising company.
A、TRUE
B、FALSE
【正确答案】：A
【名师解析】:根据文章内容，Ogilvy Group 是一家广告公司，这与题目选项中的陈述一致。文章中提到了Ogilvy Group的执行董事对广告的吸引力和说服力之间的关系发表了看法，并且提到了Ogilvy Center for Research Development 进行的研究。因此，选项A "TRUE" 是正确的。
